A few days ago, I explained why you need a logical approach to how you present your office locations on your bank or credit union website. One idea I omitted from the post I’ll expand on today.

While I was writing the post about locations, I ran across this actual information a big bank has on its branch locations page:

“With thousands of convenient locations and ATMs throughout the Northeast, Mid-Atlantic, Metro D.C., the Carolinas and Florida, we’re always close by to meet all your financial needs — for banking, insurance or investments.”

That’s all. No locations shown. No links to track down offices. I guess if I want to find a branch of this financial institution, I need to drive around the city until I see one, or go to that old reliable, seldom used resource, the phone book.

Out of curiosity, I explored this bank’s website and found it was as difficult to get information about products and services as it was to find a location. I consider that a marketing failure.

Do you realize how important your website is as a marketing tool?

How easy is it to find information about your products and services on your website? Do you give me enough information to help me make a decision?

Consider this. If I, your prospect, want to open an account or see if you offer a service, how do I get that information? I could use the old-fashioned method and drive to your branch — if I know where to find one. That takes time and I’ll probably have to wait for an account manager to be free, unless I just grab a brochure. I could call your office, but would I get stuck in a phone tree system that rivals a storybook maze?

Oh, I know! I could go to your website and look up the information I need when it’s convenient for me, even if your offices are closed. I don’t waste my time because I can check everything from my home computer or anywhere my laptop connects.

So what do I find on your website? Is it a marketing tool for your institution that can SELL me on the advantages and benefits of your products and services? Or, do I go away and look at the website of your competitor because I wasn’t satisfied or sold on what your website told me?

Don’t use the excuse that it’s too hard to get the tech guys to make changes to the website or it costs too much to change. Your website can be your best everyday marketing tool because prospects who visit it are already considering your financial institution as a place where they want to take their banking business.

Don’t let them down. Don’t let your financial institution down. Make your website a positive experience, a font of information, and a great component of your overall marketing strategy.

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Here’s the post about office locations logic I referred to above.